I was in a local mall at the beginning of December, not something I do often, and was surprised to see a heavily-discounted holiday season already in full swing. It reminded me of the challenges that retail, especially the bricks and mortar version, continues to experience. And I wondered how retailers had fared during the recent Black Friday through Cyber Monday promotional period.
I recently read an article on LinkedIn where the author said she thinks the concept of brands will fade. She cited the rise of bots (e.g. Amazon’s Alexa) and the sharing economy as two forces that will render branding irrelevant. She also suggested that the concept of ‘unbranding’ is on the rise and gave two examples. Like many people who posted comments below the article, I have to disagree with her point of view.
Last week, Pam Brain and I attended the BC Food Processors Association’s annual industry event – FoodProWest 2017. It was the BCFPA’s 10th anniversary and their largest event yet, attracting over 700 food and beverage processors and industry stakeholders.
Trade shows have been around for a long time. With the evolution of the marketing toolbox, some companies wonder if trade shows are a worthwhile investment. Like any marketing decision, this should be determined by looking at whether or not the trade show will help deliver against your objectives.
There are many decisions and steps involved in launching a new food or beverage product. One of the biggest challenges companies face is convincing a grocery buyer to add their new product to their shelves. You can see why it is so difficult when you take a closer look at those shelves – space is limited and very full. Continue reading